I just finished reading Fluent: The Razorfish Social Influence Marketing Report. The report isn’t as large as Razorfish’s Digital Outlook Report for 2009 but then it’s not supposed to be. The report does a good job of looking at the social space and saying where we’ve come from but at the same time try to look into the future. There are some stats based on Razorfish’s own research and research done with a few partners.

How frequently do you share recommendations online?

• Never – 29%
• Every Few Months – 42%
• Every Few Weeks – 19%
• Every Few Days – 8%
• Daily – 2%
  

My favorite part of the report was where Razofish broke down the idea of an influencer into their distinced characteristics and showed how each personality has a very unique and different effect on the different parts of the buying channel. Often poeple talk about the influence as a single type of person and Razorfish has taken this one step future I beieve and started to breakdown that idea. There are some really great stats backing this section of the report as well.

I’m going to be relooking at this section of the report later this week to help me assemble some ideas for a two day client research session happening next week.

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